It’s not sticking to a script.
It’s not being cautious or fearful about having a debate.
It’s not about toeing a corporate line to the exclusion of common sense or a common understanding.
It is about being clear about what you want to say.
It is about being on top of your brief.
It is about having the confidence in your position and product to argue your case (and therefore having a position in the first place).
Then you can have a conversation, win the point, recruit the new fan, customer, colleague, or voter.
Note: no mention of comms channels here. Channels are important (a great point is worthless if no-one hears it). But you need the point first.